Insights, Strategy & the Idea
Objective:
To increase the awareness of IPTV website, the tv via ADSL of Telecom Italia

Target and insight that shaped the Idea:
Been the IPTV a relatively new way to watch TV which attracts technology lovers and internet users we wanted to find new tools to interact with the client.

Creative Execution
It has been realized as an important and innovative campaign which took advantage of the emotional impact of the movie Tron Legacy, sequel to the 80’s cult movie TRON, and the use of new tools of interaction with the client. For the IPTV website was created a dedicated microsite where, thanks to the augmented reality, it was possible to see some exclusive contents and to race in 3d with the motorbike of the movie. A spot radio, billboards and banner were all created at support of the campaign. The entire campaign was tied to a contest that gave users the possibility of winning an exclusive trip to San Francisco.

Results and Effectiveness
In 10 days of activity there have been around 8,000 participants in the contest and the game.